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Positioning: What you need for a successful Marketing Strategy
  • Level Foundation
  • المدة 11 ساعات hours
  • الطبع بواسطة IE Business School
  • Offered by

عن

Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan. In this course - the second in our Marketing Strategy Specialization - IE professor Ignacio Gafo will guide you through the essential stages of this key marketing process, starting with the basic elements that you will require and deciding on the market segmentation and marketing. The course progresses to examine the key market trends that you will encounter and will provide you with a handy practical toolbox of skills. The course features interviews with industry professionals as well as on location videos where we quiz members of the public on their attitude towards this key concept. After this course you will be in no doubt of where to position your product and which segment you are going to attempt to attract.

الوحدات

Introduction to positioning

    • 4 Videos
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4 Videos

  • Trailer
  • 1.0 Why positioning?
  • 1.1 Where should we start?
  • 1.2 Positioning as a key element in the marketing process

Market enviroment analysis

    • 3 Videos
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3 Videos

  • 1.3 Market environment analysis: Context and Customers
  • 1.4 Market environment analysis: Collaborators, Competitors and Company
  • 1.5 What do we get from a proper positioning?

Module 1 Quiz

    • 2 Assignment
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2 Assignment

  • Marketing process and Positioning
  • Marketing process and Positioning

Getting to know what is a segment

    • 4 Videos
    • 3 Readings
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4 Videos

  • 2.0 What is a segment?
  • 2.1 Mass market, market segments, niche markets and individuals
  • 2.2 Segmentation levels
  • 2.3 Why should we segment?

3 Readings

  • The Art And Science Of Consumer Segmentation
  • Customer Segmentation Models
  • What's next for segmentation?

Benefits of segmenting

    • 1 Videos
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1 Videos

  • 2.4 Reasons to segment

Segmentation criteria

    • 2 Videos
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2 Videos

  • 2.5 Segmentation criteria: geographic and demographic
  • 2.6 Segmentation criteria: psychographic and behavioral

The importance of a correct segmentation

    • 3 Videos
    • 1 Readings
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3 Videos

  • 2.7 How to come up with an effective segmentation?
  • 2.8 Segmentation models
  • 2.9 Expert interview; Jaime Veiga, Global Strategic Insights – Southern Europe Head at Johnson & Johnson

1 Readings

  • Holistic segmentation

Module 2 Quiz

    • 3 Assignment
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3 Assignment

  • Segmentation and targeting
  • In the following exercise you will have to identify to which segmentation criteria each sentence is related with
  • Segmentation and targeting 2

Differentiation and value proposition identifying the positioning

    • 3 Videos
    • 1 Readings
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3 Videos

  • 3.0 Why differentiation?
  • 3.1 What is differentiation and value proposition?
  • 3.2 Positioning in real life: Exercise

1 Readings

  • Denny: Fighting commoditization with differentiation

Tools to be able to differentiate and have a strong value proposition

    • 3 Videos
    • 1 Readings
    • 1 Discussion
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1 Discussions

  • 360 Video: Getting to know the value proposition and business model of Car2go

3 Videos

  • 3.3 Frame of reference, points of parity and points of difference
  • 3.4 How to come up with the points of difference?
  • 3.5 The three circles model (Urbany & Davis)

1 Readings

  • Differentiation that matters

Strategies for a successful differentiation

    • 3 Videos
    • 2 Readings
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3 Videos

  • 3.6 Differentiation strategies
  • 3.7 Session 3 Summary
  • 3.8 Expert interview; Jacobo Galvez, Marketing Director Consumer Business Unit at Vodafone Spain

2 Readings

  • BigPond – Why Emotional differentiation wins
  • Salience vs. Differentiation

Module 3 Quiz

    • 2 Assignment
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2 Assignment

  • Differentiation & positioning. Please fill out the following sentences:
  • Differentiation & value proposition

Let´s work with positioning

    • 4 Videos
    • 1 Readings
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4 Videos

  • 4.0 Introduction to the session
  • 4.1 What is positioning?
  • 4.2 Positioning examples at Citroën
  • 4.3 Positioning Statement

1 Readings

  • Chobani Pushes Boundaries Of Greek Yogurt With Significant New Product Innovations

How to incorporate positioning in our marketing plan and decisions

    • 4 Videos
    • 2 Readings
    • 1 ExternalTool
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1 External Tool

  • Positioning Maps Multimedia

4 Videos

  • 4.4 How to define the Commercial Plan based on the positioning?
  • 4.5 How to come up with the value proposition? Positioning maps
  • 4.6 Spider Web Perceptual Maps
  • 4.7 Alternative Positioning Strategies

2 Readings

  • How Denny’s became ‘America’s Diner’ again through a decade of marketing efforts
  • Vodafone Egypt: How to make the small seems big

Positioning trends

    • 3 Videos
    • 2 Readings
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3 Videos

  • 4.8 Key trends impacting Positioning (1/2)
  • 4.9 Key trends impacting Positioning (2/2)
  • 4.10 Course wrap up

2 Readings

  • Big data analytics VS Human intuition — What do we trust?
  • The value of getting personalization right—or wrong—is multiplying

Module 4 Quiz

    • 1 Videos
    • 3 Assignment
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3 Assignment

  • Positioning
  • Positioning
  • Match these sentences regarding Positioning

1 Videos

  • Ready to continue on this journey?

Auto Summary

Enhance your marketing strategy with "Positioning: What you need for a successful Marketing Strategy." Led by IE professor Ignacio Gafo, this foundational course delves into essential market segmentation and positioning techniques. Featuring industry interviews and practical insights, it equips you with the skills to effectively position your product. Ideal for sales and marketing professionals, this 660-minute Coursera course offers a starter subscription to kickstart your learning journey.

Ignacio Gafo
Instructor

Ignacio Gafo